the next day it's medicare. the next day it's whether the president has said something about a bump in the road. and i think the voters, it's very confusing to have these very short-term responses in the romney campaign. of course every campaign has to have a rapid response. but usually that should augment what is the overall strategy. it shouldn't become the strategy. and at the moment it seems like they are trying to win each news cycle rather than win the election. >> they have been chasing news cycles. and in virginia, he talked about defense cuts. that's what direct mail is for. that's not for your candidate to do that. that's what surprised me a little bit, is that romney went -- and i think what the critique is getting at, it's not that it's just small ball by the campaign. tactically you should do some of these things in certain states. but the candidate himself amplifying it and making it your entire message of the day seems like a missed opportunity. >> i don't agree with the critique in this respect.